Magnet Kitchens ‘Closer’ campaign: bringing your kitchen vision closer

Magnet Kitchens’ has been crafting kitchens for more than a century. But heritage alone does not win in a crowded category. People are comparing offers, scrolling past sameness, and trying to picture what a new kitchen would actually feel like in their home.

That is exactly where Magnet Kitchens’ new winter campaign, Closer, comes in.

Created by The SHARP Agency, the campaign is designed to build demand and drive response by doing one thing brilliantly: connecting emotionally to the life people want, then making the next step feel simple and achievable.

Where the thinking started

This campaign was built through collaboration, not assumption.

Working with real customers, designers and tradespeople, we ran a series of Co-create by SHARP sessions to uncover Magnet’s new “One Thing”. We explored the customer mindset, mapped the competitor landscape, and pressure-tested creative routes until the Magnet magic was clear.

The result is a campaign platform that feels calm, confident and premium, while still doing the hard work of driving leads.

Why emotion matters (and why it performs)

The campaign is rooted in a simple truth: emotional campaigns are more profitable.

Magnet is not just selling cabinets. It is selling the feeling of a home that fits you, and the confidence of being guided by experts who understand your vision.

That is why the campaign focuses on meaning around Better. By design, and why it is built to work across both brand building and sales activation.

• Brand building: build demand and stay top of mind by being known for the designer experience that brings your vision to life.
• Sales activation: drive immediate engagement with urgent, enticing reasons to find out more and book an appointment.

The Magnet Kitchens’ brand proposition

At the heart of the campaign is Magnet’s proposition:

Crafted around you. Made to belong.

It is a promise that brings together what matters most to customers:

• Dedicated designers who take the time to understand you
• Flexibility across ranges and budgets
• Quality that lasts, backed by a lifetime guarantee
• A 100+ year heritage of specialist craft

The creative strategy: cut through with calm

Most kitchen advertising shouts. This campaign does the opposite.

The creative strategy is to cut through with calm and amplify quiet luxury. It is reassuring, aspirational and self-assured, with space to breathe. It invites you in, rather than pushing you.

That calm confidence is supported by four brand principles:

1. Lead with emotion and also showcase product
2. Support evocative claims with strong reasons to buy
3. Spotlight the designer experience (this is the brand idea)
4. Show a range of kitchens using different media channels

The brand idea: bringing the life you want closer

The campaign’s central idea is simple, human and full of possibility:

Bringing the life you want closer.

We all imagine the life we want in our home before it becomes real. Magnet’s role is to pull that vision from your mind and bring it into your kitchen through intuition, understanding and craft.

It is a powerful shift from selling a product to nurturing anticipation.

How we sound: quiet confidence with a sprinkle of joy

Tone of voice is not decoration. It is how a brand feels.

For Closer, Magnet’s voice is:

• Enlightening: clear, confident, building anticipation
• Inspiring: uplifting, joyful, possibility-led
• Nurturing: warm, reassuring, guiding the journey

The modular key message gives the campaign stretch across channels and funnel stages:

• Magnet. Bring your kitchen vision closer.
• Bring your kitchen vision closer today. Book a free design appointment now.
• Bring your kitchen vision closer with 50% off kitchen cabinets.

Leading with TV

The campaign launches by leading with two TV ads, designed to do what Magnet does best: guide people from imagination to reality with quiet confidence.

TV is where the campaign’s emotional world is established most powerfully, and sound plays a starring role.

Filmed in real customer homes

To keep the campaign grounded in real life, we filmed in customers’ homes, capturing kitchens as they are actually lived in. That choice brings warmth and authenticity to the work, and it reinforces the campaign’s promise that Magnet designs kitchens that belong in your life, not just in a showroom.

Why voiceover matters

The voiceover is deliberately distinct: intriguing, powerful and reassuring. It is calmly commanding, guiding the audience through the narrative and helping them step into their own kitchen vision.

Done consistently, this becomes more than a performance. It becomes an ownable brand asset, something audiences start to recognise as uniquely Magnet.

An innovative approach to music and sound

Rather than relying on the expected category cues, the campaign builds a Magnet soundscape that feels premium and sensory.

• Soundscape: soft, calming, anticipation-building details that trigger a positive response, from the gentle closing of a drawer to the hum of a living kitchen.
• Music: each filmed ad has its own contemporary soundtrack, selected to pull the audience through the narrative and elevate the emotional mood.

Together, voice, soundscape and music create a distinctive atmosphere that mirrors the brand: thoughtful, self-assured and quietly magnetic.

Campaign in action: built for an integrated journey

Closer is designed to live across multiple channels, including:

• SVOD and BVOD
• Radio and digital audio
• Display, PPC and paid social
• Website banners and CRM
• Organic social and direct mail
• In-store touchpoints

Every execution is built to reinforce the same idea, while allowing for response-driving mechanics like 50% off kitchen cabinets or up to four years interest-free credit.

A campaign designed to deliver

The ambition is clear: drive leads over a winter launch, then run intermittently across 12 to 18 months.

But beyond the numbers, the campaign is built to do something more enduring.

It positions Magnet Kitchens as the trusted partner that takes the time to understand you, and the brand that can turn a kitchen vision into a kitchen you live in, love, and belong in.

Most importantly, it elevates Magnet Designers as the brand’s defining advantage moving forward. Not as an add-on service, but as the human expertise that makes the whole promise real, from first conversation to final fit. In a category full of noise, it is the designers who will help Magnet stand apart with calm confidence, and bring more people closer to the life they want.

Because when you bring the life you want closer, you are not just changing a room.

You are changing how home feels.